Paid Media Specialist — Meta & Google Ads

Social Media Community & Live Events Coordinator (Contract) Location: 100% Remote (PH Only) Position Type: 1099 Contractor Compensation: $1,200 a month. Disbursed Semi-Monthly Reports to: Marketing Manager VA Claims Insider is seeking a Paid Media Specialist to lead the planning, execution, management, and optimization of paid acquisition campaigns across multiple digital channels. This role will be responsible for setting up and managing advertising campaigns inside Meta Ads Manager and Business Manager, as well as overseeing paid search, paid social, display, retargeting, gated-content promotion, and other demand generation efforts. The ideal candidate combines hands-on campaign execution with strong analytical judgment. This person should be able to manage budgets, improve lead quality, identify performance issues, and connect advertising activity to qualified leads, sales conversations, and revenue. What You’ll Do: Paid Advertising Strategy and Execution Design, plan, launch, manage, and optimize integrated paid acquisition campaigns across channels such as: Meta platforms, including Facebook and Instagram Google Ads and paid search YouTube advertising Display advertising Retargeting campaigns Gated-content and lead-generation campaigns Other relevant paid media channels Set up and run VACI advertising campaigns directly within Meta Ads Manager and Business Manager. Build campaigns, ad sets, audiences, placements, budgets, bidding strategies, tracking parameters, and conversion events. Manage campaign structure and account organization to support accurate reporting and efficient optimization. Develop and test acquisition strategies designed to generate qualified leads and targeted pipeline volume. Create and manage prospecting, remarketing, lookalike, custom-audience, lead-form, and conversion campaigns. Coordinate campaign launches with landing pages, lead forms, offers, creative assets, email follow-up, and sales workflows. Review campaigns regularly and make adjustments based on performance, lead quality, cost, and business objectives. Pause, scale, restructure, or replace underperforming campaigns as needed. Troubleshoot ad disapprovals, delivery issues, tracking problems, account restrictions, audience limitations, and other platform-related challenges. Campaign Optimization and Testing Develop and maintain a structured testing plan for: Audiences Offers Ad creative Headlines and copy Calls to action Landing pages Lead forms Placements Bidding strategies Campaign objectives Analyze performance by campaign, platform, audience, creative, placement, device, geography, and funnel stage. Identify opportunities to reduce acquisition costs while maintaining or improving lead quality. Improve conversion rates throughout the paid acquisition funnel. Work with the marketing team to develop new creative concepts, campaign angles, offers, and landing-page tests. Document test results and apply findings to future campaigns. Tracking, Analytics, and Reporting Monitor and report campaign performance using relevant metrics, including: Impressions Reach and frequency Clicks and click-through rate Cost per click Landing-page visits Video views and engagement Lead-form completions Collateral or resource downloads Leads and cost per lead Marketing-qualified leads Sales-qualified leads Initial sales conversations Booked calls Cost per acquisition Conversion rates Revenue Return on ad spend Build and maintain granular campaign reporting that connects advertising activity to downstream lead quality and revenue. Work with the marketing, sales, CRM, technology, and operations teams to improve attribution and reporting accuracy. Ensure campaigns use proper tracking parameters, pixels, conversion events, offline conversion data, and CRM attribution when available. Identify discrepancies between advertising platforms, website analytics, CRM data, and sales reporting. Provide regular performance reports with clear insights, risks, and recommended next actions. Translate campaign data into practical decisions rather than reporting metrics without context. Budget Management and Forecasting Create, manage, and monitor paid advertising budgets and forecasts. Allocate budget across channels, campaigns, audiences, and funnel stages based on performance and business priorities. Monitor pacing to prevent under-delivery or unplanned overspending. Forecast expected lead volume, acquisition cost, and pipeline contribution. Recommend budget increases, decreases, or reallocations based on measurable performance. Maintain clear documentation of planned spend, actual spend, and campaign outcomes. Lead Quality and Revenue Alignment Work closely with the marketing and sales teams to ensure paid campaigns support qualified pipeline and revenue goals. Evaluate campaign success based on lead quality and business results, not only platform-level metrics. Review feedback from sales and customer-facing teams to identify strong and weak lead sources. Identify patterns in lead quality by audience, campaign, creative, offer, platform, and landing page. Adjust targeting, messaging, offers, and campaign strategy based on downstream sales performance. Help define and improve the handoff between paid acquisition, CRM workflows, sales outreach, and customer conversion. Support the development of MQL, SQL, CQL, and other relevant lifecycle definitions. Cross-Functional Collaboration Work closely with marketing, content, creative, video, web development, CRM, technology, sales, and operations teams. Provide clear creative briefs and campaign requirements to writers, designers, video editors, and other contributors. Coordinate with website and CRM teams to ensure landing pages, forms, calendars, automations, and tracking are working correctly. Communicate campaign launch requirements, deadlines, dependencies, and performance concerns. Identify and resolve conflicts or bottlenecks within the demand generation process. Ensure paid campaigns align with broader VACI messaging, offers, brand standards, and business priorities. Market and Customer Research Conduct market, competitor, audience, and customer research to identify opportunities and challenges. Analyze customer pain points, objections, motivations, search behavior, and conversion barriers. Monitor competitor advertising, positioning, offers, creative approaches, and funnel strategies. Use research findings to inform campaign messaging, audience targeting, offer development, and testing. Stay current on platform changes, advertising policies, industry trends, privacy changes, tracking limitations, and emerging tools. Process Improvement and Team Support Develop and maintain documented paid media processes, naming conventions, reporting standards, and campaign workflows. Create repeatable procedures for campaign launches, quality assurance, optimization, and reporting. Provide training and support to team members on demand generation tools, reporting, and best practices as needed. Recommend new tools, technologies, or processes that may improve efficiency, attribution, lead quality, or campaign performance. Maintain organized records of campaigns, budgets, creative assets, tests, audiences, and results. Perform other related duties as assigned. Required Qualifications: At least four years of hands-on experience managing paid acquisition, performance marketing, demand generation, or digital advertising campaigns. Direct experience setting up and managing campaigns inside Meta Ads Manager and Business Manager. Strong working knowledge of Facebook and Instagram advertising. Experience managing Google Ads, paid search, YouTube advertising, retargeting, or other paid media channels. Proven ability to manage campaigns from initial setup through optimization, reporting, and scaling. Strong understanding of campaign objectives, audience targeting, bidding strategies, placements, attribution, and conversion tracking. Experience managing meaningful monthly advertising budgets. Strong analytical skills and the ability to turn data into clear campaign decisions. Experience tracking performance beyond leads into sales conversations, qualified opportunities, customer acquisition, and revenue. Familiarity with lead generation funnels, landing pages, forms, CRM systems, and marketing automations. Experience working with creative, content, sales, web, and operations teams. Strong written and verbal communication skills. Strong attention to detail and ability to manage multiple campaigns and deadlines. Ability to work independently, prioritize effectively, and identify problems before they become larger issues. Reliable computer, secure internet connection, and professional remote work environment. Preferred Qualifications: Experience managing paid campaigns for a U.S.-based company. Experience in veteran services, healthcare, legal services, education, financial services, direct response, or another regulated or high-consideration industry. Familiarity with GoHighLevel, Google Analytics 4, Google Tag Manager, Looker Studio, call-tracking tools, and CRM attribution. Experience connecting Meta and Google advertising data with CRM and revenue reporting. Familiarity with server-side tracking, offline conversions, enhanced conversions, and Meta’s Conversions API. Experience with YouTube lead generation and video advertising. Experience working with high-volume lead-generation campaigns. Understanding of landing-page conversion optimization and direct-response copy principles. Experience reviewing creative performance and providing useful direction to designers, writers, and video editors. Familiarity with advertising compliance and platform policies affecting veteran, healthcare, financial, or claims-related content. VA Claims Insider is an Equal Opportunity Employer and does not discriminate on the basis of race, color, religion, sex, national origin, age, marital status, disability or any other basis prohibited by law